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Capstone Pitch
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- 3. REDUCING THE CHURNRATE WE ARE TAKING ON THE MISSION OF
- 4. AGENDA OUR LEARNING CREATIVEIMC STRATEGY CAMPAIGN EVALUATION
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- 6. LET’S DEFINE THETERMS BEFORE WE KICK-OFF New-To-Files (NTFs) Repeat Ticket Buyers (RTBs) Subscribers (SUBs)
- 7. STRANGERS VISITORS NTFS RTBS SUBS Consideration Action Enjoyment Loyalty WHAT STOPS OURPATRONS FROM THE PRIMARY RESEARCH Awareness Pre-purchase Post-purchase General Experience Only Time & Money Commitment Unaware of Benefits
- 8. OUR PROPOSAL TOSOLVE THE CHURN IN ORDER TO ACHIEVE OUR GOALS
- 9. OUR PROPOSAL TOSOLVE THE CHURN IN ORDER TO ACHIEVE OUR GOALS EDUCATING Provide more ballet-related knowledge
- 10. OUR PROPOSAL TOSOLVE THE CHURN IN ORDER TO ACHIEVE OUR GOALS EDUCATING ELEVATING Highlight the intangible benefits of a subscription plan Provide more ballet-related knowledge
- 11. OUR PROPOSAL TOSOLVE THE CHURN IN ORDER TO ACHIEVE OUR GOALS EDUCATING ELEVATING EMBRACING Highlight the intangible benefits of a subscription plan Strengthen the message of support and belonging Provide more ballet-related knowledge
- 12. OUR PROPOSAL TOSOLVE THE CHURN IN ORDER TO ACHIEVE OUR GOALS EDUCATING ELEVATING EMBRACING LOYALTY Highlight the intangible benefits of a subscription plan Strengthen the message of support and belonging Provide more ballet-related knowledge
- 13. WHO ARE WESPEAKING TO TARGET MARKET
- 14. WHO ARE WESPEAKING TO TARGET MARKET Attended a ballet performance once and enjoyed it No distinct preference for any forms of arts Has several options for his leisure time Hey, I am Matt A NTF, GEN X
- 15. WHO ARE WESPEAKING TO TARGET MARKET Attended a ballet performance once and enjoyed it No distinct preference for any forms of arts Has several options for his leisure time Watching ballet is her priority for her leisure time Hesitant whether or not to sign up or renew the subscription plan The subscription benefits are somehow not appealing enough Hey, I am Matt A NTF, GEN X Hi, I am Susan A former SUB, Baby Boomer
- 16. Boston Ballet isone of the most prestigious non-profit organizations in the greater Boston area offering world-class ballet performances. For patrons, Boston Ballet represents the elegant beauty of movement and the chance to help the ballet community flourish. “
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- 18. COMMUNICATION STRATEGY Highlight the emotionaland social context of attending ballet performances Ballet is more than what patrons have experiencedMake Boston Ballet a source of ballet- inspiration and a fascinating storyteller
- 19. T H IS I S B A L L E T
- 20. This is Ballet. We want to intrigue our patrons about the stories behind every well-staged performance. “A Small Dream of a Bigger Stage”
- 21. This is Ballet. We take our patrons beyond the stereotype and learn something new about ballet everyday. “True Beauty Speaks for Itself”
- 22. This is Ballet. We believe attending ballet performances is something bigger that does good for the ballet community. “Because of You Incredible Things Happen”
- 23. This is Ballet Asa prestigious cultural organization, Boston Ballet is creating a ballet phenomenon and welcoming every patron to be part of it because…
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- 25. OFFLINE EVENTS OUR IMC MAP ANOVERVIEW OF ONLINE MARKETING PRESS ACTIVITIES PROMOTIONS
- 26. OFFLINE EVENTS THESE THREE SECTIONS FIRST,WE WILL BE COVERING ONLINE MARKETING PRESS ACTIVITIES PROMOTIONS
- 27. FOUR PHASES OFCOMMUNICATIONS LAUNCH ON-SEASON OFF-SEASON LET’S INTRODUCE PRE-LAUNCH MID SEPT LATE SEPT OCT-MAY JUN-AUG
- 28. LAUNCH ON-SEASON OFF-SEASONPRE-LAUNCH “Thisis Ballet” Music Box Introduce the Campaign & Generate Buzz FOUR PHASES OF COMMUNICATIONS LET’S INTRODUCE
- 29. FOUR PHASES OFCOMMUNICATIONS LAUNCH ON-SEASON OFF-SEASON “This is Ballet” Music Box PRE-LAUNCH “This is Ballet” Countdown Arouse Anticipation LET’S INTRODUCE
- 30. LAUNCH OFF-SEASON “This isBallet” Music Box “This is Ballet” Countdown Intrigue NTFs to Attend Another Performance & Provide a “Takeaway” PRE-LAUNCH ON-SEASON The Nutcracker Photo Booth & Bundle Ticket Promotion FOUR PHASES OF COMMUNICATIONS LET’S INTRODUCE
- 31. LAUNCH “This is Ballet” MusicBox “This is Ballet” Countdown Attach an emotional value to the subscription plan PRE-LAUNCH ON-SEASON OFF-SEASON Mini-BalletThe Nutcracker Photo Booth & Bundle Ticket Promotion FOUR PHASES OF COMMUNICATIONS LET’S INTRODUCE
- 32. “This is Ballet” Countdown “Thisis Ballet” Music Box Mini-Ballet PRE-LAUNCH LAUNCH ON-SEASON OFF-SEASON Public Relations: Spotlight Second-Ticket Discount Boutique Events The Nutcracker Photo Booth & Bundle Ticket Promotion FOUR PHASES OF COMMUNICATIONS LET’S INTRODUCE
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- 35. BOSTON BALLET’S WEBSITE DIGITALMARKETING CONTENT BALLET HUB RETARGETING COLLECT EMAILS BUILD A COMMUNITY
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- 39. FLOWCHART A SPREADSHEET OFOUR CAMPAIGN
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- 41. THERE ARE AFEW TAKEAWAYS BEFORE WE WRAP UP The barriers for patrons to return Three key opportunities: Educating Elevating & Embracing “This is Ballet” campaign Multi-channel marketing plan Achieve our goal for reducing churn rate & building patron loyalty in the long run
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